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Now Could Be A Boom Time For Not-For-Profits

In the current state of the economy,  most not-for-profit organizations must be fighting an urgent sense of panic.

Generating donor cash flow can be enough of a challenge when things are prosperous.    Won’t it be even worse if Canada trudges into a full-blown recession?

A look at current campaign trends, though, suggests the opposite is possible.

Many of the largest corporations-Cisco, Coca-Cola and Samsung among them-are throwing their communications budget behind sponsorship of events, challenges and initiatives.

Corporations see the value of participating in these programs during an economic downturn.  It’s a two-for-one deal, with marketing and corporate social responsibility rolled into one neat package.

That means big opportunities for  not-for-profits in need of a cash boost to sustain their activities.  It also means the best strategy PR professionals can offer them is relationship building between NFPs and potential corporate donors.

It also means a great chance to get creative, and think of initiatives that are beneficial to both parties.   I’d love to see someone get brave and create a corporate challenge that pokes fun at at the current state of the economy.

And while the public might be looking to protect the financial well-being of their loved ones first, they are more likely to be sympathetic to NFPs during recession times.

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PR professionals are best equipped to show NFPs how to make gains on this wave of corporate sponsorship-and it means greater economic security for us as well.


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